Beer Yoga
Organizing the first official class in Russia

With leading bloggers and top media


Create a viral PR project with the news seeding in mass and social media under the conditions of Dark Market and with a moderate budget.


We offered famous bloggers and top Mass Media journalists to practice beer yoga, so that they could broadcast the information to their readers and subscribers.

  • Event
We chose the right training instructor — Marina Vovchenko. She was an authentic guru of yoga & fitness (known for her provocative practices — sea alco-yoga-tours) and a blogger, winner of NSTAR#AWARDS (1,2 mln subscribers):

We managed to recreate the brand’s atmosphere in the studio (and on film): summer occasion, beer, yoga, socialising, active leisure. Guests experienced the effect of “belonging” to the global event born at the world-famous Burning Man art festival.

  • PR
The following came to support the project with news and reports:
— TV channels: Russia Today, Life News, Ria News, YUTV, Channel Five
— 15 print and digital magazines:, Afisha Daily,, and others.

  • Bloggers
The class was visited by 14 bloggers, headlined by Ida Galich (one of the three country’s most famous Instagram bloggers — 2,7 mln subscribers). She uploaded two videos on beer yoga in her Instagram and YouTube.


KPI PR OTS achieved 2 millions. KPI was exceeded and it received 120 000 000 Media Impressions.

*The amount of unique site users = media impressions.

43 publications in key media: Afisha Daily, Russia Today, The Village,, RIA NOVOSTI, Life News, Lentach, Vidach, live broadcast 360 on

Cost per contact PR-publications in media – 0, 009 rur

Video by Russia Today channel received a viral effect – 1 184 000 reach in social networks (free views on target sites).
Cost per contact – 0 rur

Instagram of blogger Ida Galich gave 1 752 584 views and 380 comments:

Youtube watched the video 24 600 times (was upload to Ida’s Youtube channel outside the framework of agreement):

Cost per contact – 0, 32 rur

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